Proximity Marketing: Perspectives

  • Potential and new developments of an increasingly widespread marketing strategy to reach consumers.

[Translate to Eng:] Proximity Marketing: Prospettive

Proximity Marketing is certainly one of the tools to consider when you want to develop a marketing strategy whose goal is to reach the target of a specific geographical area.

In fact, it allows you to reach the user who passes by a physical store, through messages that are as personalized and relevant as possible, with the aim of influencing their behavior and encouraging them to buy in the store.

Proximity is particularly effective for small and medium-sized enterprises, which are aimed at a specific geographical target and a limited area, so other types of more generalized campaigns may be less effective.

For this reason, in recent years, more and more retailers have started investing in technologies for the development of proximity and location-based marketing. In particular, with regard to this last-mentioned tool, it is proving to be a very effective system that allows to achieve engagement and response rates higher than other media.

According to research by Foursquare (2019), consumers today would seem willing to receive and interact with location-based advertising messages, taking a series of actions ranging from going to the nearest store, to making purchases at the same.

There are different Proximity Marketing technologies, which adapt to different needs and objectives; these are:

  • GPS-Based Proximity Marketing: a type of Proximity Marketing that uses the GPS data of users' smartphones to send them advertisements when they are in certain locations;
  • Wi-Fi Proximity Marketing: if a potential customer's device connects to the Wifi network in the store, it will be possible to send promotional messages and offers; moreover, if an email address is requested in order to connect to the connection, you will also have the possibility in the future to reach it with Email Marketing campaigns;
  • Bluetooth Proximity Marketing: based on battery-powered devices that emit a Bluetooth signal within a specific location, such as in a shop or at a petrol pump. These devices, called Proximity Marketing beacons, send signals at a very short range that are read by smartphones that have Bluetooth enabled;
  • Augmented reality: even for drive to store activities, augmented reality technologies are proving to be particularly innovative and useful. A solution to attract potential customers to the store may involve the possibility of framing the surrounding environment or the individual product through

a smartphone equipped with GPS connection, magnetometer and a camera to see additional information elements appear in 3D.

We remind you that there are rules to be respected for the collection and processing of data, in accordance with the GDPR of 2018.

Call E-Business Consulting and based on your target, your objectives and the individual geographical areas of your interest we will study for you the best solution for your proximity marketing drive to store activities, in full compliance with the privacy legislation, monitoring the return on your investments.

Categoria: Digital Communication Marketing

News Details

16/04/2021 E-Business Consulting
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